Last month Oliver Roup, founder and CEO of VigLink, spoke at Affiliate Management Days San Francisco on the topic of mobile affiliate marketing. The audience was primarily composed of affiliate managers at large networks, agencies, and brands and Oliver’s talk came as a bit of a wake up call.
He began by providing context around e-commerce and mobile shopping: mobile shopping is mainstream, but actually buying from a mobile phone lags big time.
- Overall, online sales are cannibalizing in-store sales: E-commerce sales are up 30%, while in-store sales are down 3.3%
- Of all these online shoppers, 57% of them use mobile sometimes, and full 1/3rd use mobile exclusively.
- Surprisingly, a full 50% of time spent shopping is done on mobile
- Even more surprisingly, just 16% of online sales come from phones and tablets.
For affiliates and publishers, the net result is that mobile clicks are worth less than desktop clicks. On average, for every dollar earned from a desktop click, only $0.53 is earned from a mobile click.
To explain why this a discrepancy exists, Oliver pointed to three main reasons:
Small screens are challenging
Mobile phones and tablets demand a different user experience to really drive sales. The most successful retailers get this. They build intuitive, clean, easy to use, and fast mobile web shopping experiences. Some do this so well that they actually drive more sales per click on mobile than desktop. It’s definitely possible.
Mobile is, well, mobile
Much of the time spent on a mobile device is done away from the confines of a desk. By its nature mobile is wherever the user is and often, these environments are distracting. Waiting in line, watching TV, riding the train – these are not ideal moments to go through the 24 screens required to complete a purchase.
Mobile has tracking issues
It’s a difficult (but not insurmountable) technology challenge to track all the mobile clicks that lead to purchase. Clicks on mobile that lead to purchase on the desktop are hard to track back to the referring website. Clicks on mobile that lead to purchase via a retailer’s mobile app are also hard to track back. But since when was anything worth doing ever easy?
If retailers want to compete for mindshare among the content producers that drive commerce, they need to close the gap on mobile earnings per click before their competitors do.
Posted by Oliver Deighton, VP Marketing